Plan not for the people you reach, but the people that they reach

11/27/2011

Account Planner and Sr. Planner Book List

This is my book list for mid level account planners and senior level account planners. By this point in your career you know the fundamentals of the craft and now must start to define the type of planner you want to grow into.

The book How to Plan Advertising talks about three different types of planners: Grand Brand Strategist, Storyteller or Ad Tweaker. I'll describe these books into these different segments and add the Social Strategist segment.

2) Marketing to Women by Marti Barletta: At some point during your career you will need to target the Family Shopper. When you do turn to Marti who does an incredible job explaining how women are different from male consumers.

3) The Back of the Napkin by Dan Roam: Brand strategies require diagrams to explain all the briallance that is coming out. This book gives you the confidence to do just that.

2) Fascinate by Sally Hogshead: Sally is one of my favorite presenters and this book lays out 7 triggers that fascinate people. These triggers help drive comms tasks that I use when talking about the narrative of a campaign.

THE AD TWEAKER:

1) Hegarty on Advertising: If you ever wanted to know why BBH has had the standards that they have had, the clients that they have had and the history of success they have had... this book does a great job of trying to explain that magic.

2) The Houdini Solution by Ernie Schenck: When I started at BBH, Kevin Roddy the CCO back then told me that creatives at BBH do their best work with small boxes. Earnie agrees and talks about thinking INSIDE the box.

Comments

You can follow this conversation by subscribing to the comment feed for this post.

Great list, Griffin! I've been compiling my reading list from quite a while now and have found Readernaut to be a useful tool to organize it all. For anyone looking for even more Planning-type books look here: http://readernaut.com/thompulliam/lists/2063/